Meesho’s Rakhi orders rise 36% as non-metros drive festive demand

Meesho reported a 36% year-on-year increase in Rakhi orders for the festive season, led by demand from non-metro markets. The number of sellers offering Rakhi products rose 72%, pointing to wider small-business participation on the marketplace.

— FiledSun, 30 Aug, 2026, 17:46 IST·First seen Sun, 30 Aug, 2026, 17:46 IST·Source ET Retail

What happened

Meesho reported 36% growth in Rakhi orders, with non-metro demand driving festive sales. Sellers offering Rakhi products rose 72% year-on-year, signalling

Key facts

  • 36% growth in Rakhi orders
  • 72% year-on-year increase in sellers offering Rakhi products

Why this matters

Meesho’s expanding non-metro seller and buyer base could make logistics, regional fulfillment, and vernacular seller-enablement partnerships attractive routes to reinforce its festive-commerce advantage.

What to watch

  • Whether Rakhi-order customers return for subsequent festive purchases within 30-90 days.
  • Growth in average order value, items per order and GMV versus low-ticket order growth alone.
  • Delivery SLA adherence, cancellations, returns and customer-service complaints from non-metro pin codes.
  • Active-seller retention and sales concentration among the 72% increase in Rakhi sellers.
  • Promotional intensity and shipping subsidies relative to competitor marketplaces during the festive season.
  • Evidence that seller assortment broadens into adjacent categories after Rakhi.
  • Expand regional-language festive discovery, gifting bundles and price-led promotions for tier-2/3 shoppers.
  • Use Rakhi buyers for post-festival cross-selling into fashion, beauty, home and value electronics categories.
  • Segment and onboard new sellers with catalog-quality, packaging and fulfillment-score requirements.
  • Increase logistics capacity and delivery-date visibility in high-demand non-metro clusters ahead of the broader festive period.
  • Measure repeat purchase, cancellation, return and contribution-margin performance for Rakhi-acquired customers rather than relying on gross order growth.

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